Instagram videos now play on a continuous loop like they do on Vine

Instagram has taken a bite out of short-form video-sharing app Vine by making videos uploaded to its service loop in users’ feeds.

Since its establishment in 2012, Vine has become hugely visible online by allowing users to record and edit seconds-long clips that distinctively loop when played.

Instagram, however, isn’t quite as well known for its video options. The hugely popular photo-sharing app has allowed users to post 15-second clips to its service since 2013 and, as pointed out by TechCrunch, the decision to loop videos may have been influenced by advertisers.

Last year, Vine introduced a loop count on its uploads to give users a sense of how popular a clip is.